SEO/SEM

Search engine optimization is a crucial activity that ensures customers easily find VELUX products and services online, as it connects the users who use search engines with the content written on our online platforms.

Using the learnings from keyword research, analysis, and grouping is a necessary step to creating relevant content for our target groups, which will be used by search engines to match users’ searches (keywords) to the search results (websites) through browsing the text placed on websites.

Owner: Search Center of Excellence, E-Business

If you have any questions about the VELUX Brand Identity Guide, please refer to your VELUX contact.

Choosing keywords

Our goal is to make it easy to find and share content on VELUX online platforms both for our customers and for search engines.
Keyword research, analysis, and grouping is the process of researching and choosing keywords and phrases users will likely search for in relation to our products and services.

  • Relevance
    Keywords must be assessed whether they are relevant to the business and the target audience. A broad or vague keyword related to VELUX products and services will not help the VELUX platform (website) rank well in Google, and most importantly will not cover end-user needs.
  • Types of keywords

    Branded keywords

    • Used on VELUX owned platforms following brand guidelines as defined by product managers
    • Most relevant and specific to the VELUX brand and its online universe, e.g.: VELUX roof window, VELUX blinds

    Generic keywords

    • Used on VELUX owned platforms following brand guidelines as defined by product managers
    • Defining the general roof window business universe, e.g.: roof windows, sun tunnels

    Non-brand or landing page keywords

    • Do not comply with VELUX terminology and cannot be directly included in the master content in the main navigation, but are important and can be placed on landing pages only accessible from search engines, e.g.: sun tubes, solar tubes, loft windows.
    • These keywords represent VELUX products with many searches online. Please consult with Search CoE in E-Business.
  • Implementation

    The keywords derived from the research should be evaluated grammatically. While it is possible and preferable to use them directly, if the keywords found through research that are grammatically incorrect, then they should be corrected before use*. Google can syntactically interpret keywords, and thus will recognize the grammatically incorrect versions in relations to the corrected keywords.

    Examples

    Query: blind roof window

    • Intent of Query: blind for roof window
    • Implementation should include the grammatically correct version: blind for roof window

    Query: installation sun tunnel

    • Intent of Query: sun tunnel installation
    • Implementation should include the grammatically correct version: sun tunnel installation

    *Note: The only time it’s acceptable to include a grammatically incorrect keyword is in the name of an image file.

    Contact Search CoE in E-Business for guidance and hand-on materials tailored for your online platforms and markets. 

  • Use on pages

    Each page has a topic, and the corresponding keyword theme should be represented in the content of the page.

    • Putting too many keywords that have a different meaning will dilute the importance of each individual keyword. It is therefore not advisable to put too many keywords which are not synonyms on one page, unless the page is an overview page or the home page.
    • Synonyms can be placed on the same page, but it is important to monitor how keywords rank and behave once they are on the page.
    • Search engines can connect related keywords, but this is not always the case.

    Examples:

    • ‘Sun tube’ and ‘solar pipe’ essentially mean ‘sun tunnel’, and can in theory therefore be placed on the same landing page. The page should be monitored for keyword ranks to see if both keywords can rank for the same page. In case they do not, it is advisable to create 2 separate landing pages.
    • ‘Flat roof sun tunnel’, ‘sun tunnel for flat roofs’, ‘VELUX sun tunnels for flat roofs’, ‘sun tunnels in flat roof’ and similar combinations will most likely be considered close synonyms, and therefore will most likely always rank well individually for the specific page they are targeted on. 

Final checklist

  • Conduct keyword research, analysis, and grouping to choose keywords and phrases users will likely search for in relation to the products and services described in your content.
  • Choose one topic for a page and use the corresponding keywords.
  • Avoid putting too many keywords on one page.
  • Make sure that the keywords are grammatically correct.
  • Check that the content on the page is created according to the needs of end users and includes keywords, which are familiar to them.
  • Contact Search CoE in E-Business for guidance and hand-on materials tailored for your online platforms and markets.